Millennials Responsible for Over 40% of U.S. Wine Sales

Thursday February 18 has been christened #NationalDrinkWineDay, which may just mean more to Millennials than it does to other generations.

According to a recent report from the Wine Market Council, the Millennial generation (defined by the council as anyone between 21 and 38 years old, a slightly larger grouping than the Census Bureau’s definition of those between 22 and 34) purchased 160 million cases of wine last year which equates to 42% of all U.S. wine sales. For comparison sake, Baby Boomers were responsible for 38% of wine sales, and Generation X only 20%.

Wine Market Council president John Gillespie said the results are a “culmination” of trends in wine drinking that have been growing for years. He added that “Millennials are of growing importance” to the wine industry as time goes on. 

In fact, the surge in younger legal wine drinkers has led to an uptick in overall wine consumption, as the number of eligible drinkers who partake in wine multiple times a week has nearly doubled from approximately 7.5% in 2000 to 13% currently.

Millennial wine drinkers aren’t only changing the overall amount of wine consumed, but the type as well. Members of the generation, especially those on the older side of the 21-38 spectrum, are more willing to spend on wine than their counterparts, with 17% of Millennials willing to spend $20 and up on a bottle of wine, compared to just 10% of other age groups.

Cheers! Celebrate #NationalDrinkWineDay with a boozy GIF for every moment in life: https://t.co/ZZ6xGN7Awe pic.twitter.com/qefhuUfGX1

— E! News (@enews) February 18, 2016

So if you’re a Millennial celebrating #NationalDrinkWineDay, raise a toast to yourself and your generation for changing the entire wine industry .

And if you were curious, Twitter had a field day with #NationalDrinkWineDay.

? #NationalDrinkWineDay got us like…? pic.twitter.com/AAWYs0ecTB

— VH1 (@VH1) February 18, 2016

Happy #NationalDrinkWineDay.. pic.twitter.com/IlmOwKoRmH

— Harry Potter (@ArryPottah) February 18, 2016

Happy #NationalDrinkWineDay! Celebrate accordingly ? pic.twitter.com/jqIDOGlMFS

— PeopleStyle (@peoplestyle) February 18, 2016

It's #NationalDrinkWineDay ALSO the 1st time @BlakesShow has been late…anyone see a relation there? @BlakeAndWylde pic.twitter.com/1JwwUrMbim

— KiSS 92.5 (@KiSS925) February 18, 2016

Wine not? Happy #NationalDrinkWineDay pic.twitter.com/O53H2HV09k

— HuffPost (@HuffPost) February 18, 2016